There is something absurd about a pre-pubertal girl wearing thong underwear—but I see it all the time. So why do moms let their daughters wear adult-styled underwear? Our daughters are trying to look like grown-ups before they have grown-up bodies.
When Kathleen Jordan stopped at a Victoria's Secret a year ago to buy something for herself, the visit had an unintended consequence: her year-old daughter got hooked on Pink, the lingerie brand's young collegiate line. I recently overheard one of her girlfriends excitedly sharing the details of her favorite Christmas gift from Pink. Limited Brands Inc.
With all the noise around the big game, it was a ladies underwear campaign that won the week. Aerie generated huge buzz by depicting some realistic-seeming well, more realistic than thisunphotoshopped models in its ads and on its site. Yes, the bar is pretty low when we all cheer that an advertiser includes beautiful models, some with a slightly higher body fat percentage than the beautiful women we typically see in ads.
Some years ago, when I was young and stupid erI was at a launch party on the Lower East Side for some defunct magazine, the kind that served mostly as a repository for party pictures of the editor's awesome and creatively dressed friends. These magazines don't really exist anymore, investors and editors alike having realized that the same operating model can be achieved on Facebook with no overheard costs or pesky editorial content, but this was a different time, the nascent digital age, before "print media" had transformed into an archaic concept, like "happiness" or "money. I had never heard of this magazine, which seemed a compelling reason to go: If I hadn't heard of it, it must be cool.
Victoria's Secret in hot water with American parents for their new beachwear line, aimed at younger women. Knickers featuring glittery slogans such as 'Call Me', 'Wild' and 'Feeling Lucky' form part of the mix alongside brightly coloured hoodies and jersey basics. Stuart Burgdoerfer, the chief financial officer and executive vice president of Victoria's Secret brand owner Limited Brands, may have fuelled the belief that Bright Young Things was in fact a new line aimed at a younger audience when he was quoted as saying: "When somebody's 15 or 16 years old, what do they want to be?
Despite being more age-appropriate, even the photographs for the "femme" collection are unsettling. The way the young-looking model is posed with that sunglasses-wearing teddy bear--she's made to look like a child, while the actual children are made to look like adults. What do you think?